Can Google instantly create more AdWords distribution?

[abbottsys]

Sure. Here's how Google could create more AdWords distribution out of thin air. It's trivial. Just pick a percent, let's say 1%, then for this percent of all SRPs show only the headlines of ads. That is 1-line ads (or 2-line if you want to include the display URL).

Google would get far more ads onto an SRP. And of course they could measure the performance of these test Ads against the old fashioned big bulky ones, and if the numbers look good (for both Google and the advertisers), then just up the percent

[Ryan L]

I think you'd quickly see the ads turn into garbage like you saw with classified advertising.

"2005CHEV,AC,AT,4WD" now multiply that times 20...not pretty.

+ if more people can get on the first page....it might undermine the overall value of the "real estate"

I vote NO on Adwords Highrise Condos!

[abbottsys]

Originally Posted by Ryan L

I think you'd quickly see the ads turn into garbage like you saw with classified advertising.

"2005CHEV,AC,AT,4WD" now multiply that times 20...not pretty.

+ if more people can get on the first page....it might undermine the overall value of the "real estate"

I vote NO on Adwords Highrise Condos!

I hear your concerns for sure, but I think with a bit of care and planning they could be addressed.

The annoying classified type headlines could be screened out at ad creating time with suitable guidelines (AdWords already has a ton of ad creation guidelines enforced at ad creation time.) Adding a display URL would also help, and ensuring than no more than twice the current number of ads are on an SRP would also help.

As regards more folks getting onto the first page, this would actually make it a more realistic and balanced auction. Right now the auction is kinda split level - if you're on pp2, then no matter how you bid you're automatically in bad shape. More folks on pp1 would make the auction more democratic.

Also, remember, this is just a test, say 1% of SRPs, so advertisers (and Google) can investigate results.

[Ryan L]

"if you're on pp2, then no matter how you bid you're automatically in bad shape. More folks on pp1 would make the auction more democratic."

Are you saying page 1 vs page 2 results...if so you can just bid more to get onto the bottom of the first page.

adwords has essentially multiple auctions for each keyword...one to be on the top of page, one just to be on the first page, another one to be on the top of the second and so forth and so on.

Each of these has its own dynamics that ultimately push up the price.

If you put twice as many results per page won't you end up with half as many "mini auctions" so to speak.

It is possible that certain verticals could benefit from this, maybe....I just don't see it being good for the bottom line.

[chris1]

I don't see how limiting each ad to 25 characters helps Google users or Google advertisers. Its hard enough now to get your message across in 25-35-35. Plus, it would be almost impossible to differentiate your ad in a Google SERP with 20-30 one line (25 character) ads. Finally, for most terms there aren't even enough advertisers for this to make sense and those that are on page two (more times than not) are of low quality and/or relevance.